What was once just a visit to an olive oil mill has now become a cultural and sensory immersion. Extra virgin olive oil has become the protagonist of a new tourism trend in Italy: olive oil tourism. Between 2021 and 2024, the search for experiences related to olive oil grew by 37% among Italian travelers.
What’s new? More than half of the tourists already declare themselves interested in activities such as tours through olive groves, guided tastings, and wellness practices associated with olive oil. The idea is to experience olive oil as a symbol of health, culture, and identity.
Olive oil as a destination
Puglia and Tuscany share the top spot on the list of the most recognized food and wine destinations in the country, with 41% of the preference. Emilia-Romagna and Sicilia They come next.
Olive oil, after wine, is the main product that sparks the desire for themed trips in Italy, according to Professor Roberta Garibaldi, president of the Italian Association of Wine and Gastronomy Tourism. “Tourists want to experience things that engage the senses, that are creative, sustainable, and capable of generating well-being,” she stated.
The trend is especially strong among younger people, particularly in the… generation Z.
What is the tourist looking for?
More than just tasting olive oil, visitors want to understand the process, the history, the environmental impact, and the benefits of the product. Experiences include walks among centuries-old olive trees, cooking workshops, olive oil-based wellness treatments, and visits to themed museums.
Companies in the production chain, hotels, restaurants, and tourism agencies are already organizing themselves to offer integrated packages. Olive oil is presented as a link between territory, health, and culture.
EVOLIO Expo will be the center of the debate
From January 29 to 31, 2026, Bari will host the second edition of EVOLIO Expo, an international trade fair dedicated to extra virgin olive oil. The event will have a space focused on olive oil tourism as an engine for local development.
The program also includes discussions about olive oil and health, as well as the product’s role in the identity and landscape of producing regions.
Delegations of international buyers will participate in business meetings with Italian companies, in an effort to expand the market and position olive oil as a symbol of excellence abroad.
Dining and Cooking